By: Alexandre Bertin, Kelsey Brugler, Andrea Chavez, Jessica Gooding, and Lea Thomas The Tiger Woods Scandal: Is he Finally out of the Woods?

Topic History and Overview Brief history of Tiger and his career Problematic 2009 Scandal Document public relations solution Tactics Tiger's team utilized Results on his reputation

History of Tiger and his Career Born in Cypress, California on December 30, 1979 Played golf at Stanford kicking off career Has won 71 PGA Tournaments and 3 Grand Slams Endorsements like Nike, Gatorade, and American Express Was married to ex-model Elin Nordegren Has two children, Sam and Alexis Networth of $600 million Sources: TigerWoods.com, PGAtour.com, Forbes

Development of Scandal: Problem In November 2009, word broke of alleged infidelity Tiger failed to address it for months The scandal was highly publicized A reported 14 women came forward His reputation, family life, and career were tarnished Sources: The Washington Post, CNN.com, Daily News

Visuals Source: BusinessInsider.com

Scandal Solution: Strategy Regaining his career credibility and support of the golf community and his fans (Include more info from class this week on Crisis Management)

Scandal Solution: Tactics Mistresses surface after a November 2009 car crash PR plan was first to avoid media Public interest in controversial issue only increased First publicly addressed the scandal in February 2010 Held a closed and highly covered press conference  Media was preapproved  No questioning was allowed after Press Conference Clip: Sources: CBS

Strategic Communication Model: Who Tiger Woods, American Professional Golf Player

Strategic Communication Model: Says What Admits to being selfish and foolish Quotes from Tiger's press conference  “These are issues between a husband and a wife.”  “Starting tomorrow, I will leave for more treatment and therapy.”  “I ask you to find room in your heart to one day believe in me again.

Strategic Communication Model: To Whom Fans Sponsors Golf Community Family Friends Wife Elin was noticeably absent from the press conference

Stratgic Communication Model: How Internationally covered press conference Viewed by millions of audiences Social media channels and major news networks

Strategic Communcation Model: To What Effect Attacked by the media for waiting to address the allegations  Skepticism arose from media being unable to question Sponsors such as AT&T and Gilette dropped Tiger Gatorade dropped him directly following the press conference Source: Reuters.com

Scandal Result Ultimately proved too large to completely fix Tiger's reputation took an irreparable nosedive Sponsors dropped him Tiger took a brief break from golf He lost the stability of his family  Elin filed for divorce in early 2010  She has custody of the children Source: FoxNews.com

Scandal Conslusion Tigers stakeholders withdrew their support His actions were no longer socially accepted Scandal cost him the support of his target demographic Tiger was reactive to the situation Should been interactive Agree Disagree  Reasoning

References Baertlein, Lisa. “Gatorade sinks Tiger Woods Sponsorship.” Reuters.com. February 26, Sheinin, Dave. “Tiger Woods apologizes.” The Washington Post. February 20, Siemaszko, Corky. “Tiger Woods sex scandal update: Monthly payments to mistresses for silence on affairs.” Daily News. December 15, “Tiger Woods says it's great to be back.” CNN.com. April 23, “Tiger Woods Whiffs on Scandal's P.R.” The Washington Post University of California- Davis. “Study: Tiger Woods investors lost 12 Billion.” CBSnew.com. December Woods, Tiger. “I was wrong. I was foolish. I don't get to play by different rules.” Vital Speeches of the Day. April 2010.